Serving Good, Inc.

Serving Good operates free weekly food markets in San Diego's East County, providing fresh, dignified food access to active-duty military, veterans, military families, and community members in need. Our markets look and feel nothing like a food bank: Visitors shop for free among fresh produce, meat, deli items, prepared food, bakery products, pastries, flowers, and household necessities, with customer service that rivals any major grocery retailer. Our visitors don't receive handouts; they shop, choosing what they need with the same freedom and pride as any grocery store customer. At Serving Good, dignity comes first.

Serving Good was founded on a simple observation: the people who serve our country are often the least likely to seek help when they need it. Despite high rates of food insecurity among active duty military, veterans, and their families, traditional food assistance models keep many of them away. We decided to change that. In partnership with San Diego retailers, the Alpine VFW, and Feeding San Diego, we rescue surplus food that would otherwise go to waste and bring it directly to the people who need it most, year-round, free of charge, in an environment where everyone feels safe, proud, and welcome, regardless of their background or life situation.